How marketers can achieve true advertising effectiveness

This article outlines the steps required to create truly effective advertising, such as including a reason to purchase, brand recognition, pretesting and amending - and, not least, thinking of the long-term strategy.

How marketers can achieve true advertising effectiveness

Jerry ThomasDecision Analyst

Marketing Effectiveness

This article is part of a series of articles on marketing effectiveness. Read more.

Successful advertising has news value, a reason to purchase, prominent brand recognition, is based on sound strategy with the right choice and weight of media to fit the campaign objectives, is pretested and amended without creative egos, and is long-term in horizon.

For almost two decades now, a growing share of consumer-goods media spending has shifted away from traditional advertising media such as television, radio, print and outdoor. The proliferation of...

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